RRI.CO.ID, Lumajang - The Lumajang Regency Administration in East Java, is pivoting its tourism strategy from simple site management to a high-stakes investment model, aiming to transform the Selokambang Natural Baths into a primary engine for regional economic growth.

By moving beyond its reputation as a mere local swimming spot, the administration is seeking to unlock the site’s untapped commercial potential through a sophisticated collaborative partnership framework.

This new direction gained significant momentum during a market sounding event held on Thursday, April 16, 2026, where the local administration successfully engaged 18 potential investors. The high level of interest serves as a strong indicator that Selokambang possesses the underlying economic value required for professional and sustainable large-scale development.

Head of the Tourism Destination Division at the Lumajang Tourism Agency, Galih Permadi, emphasized that this synergy is the essential key to optimizing a brand that is already deeply embedded in the public consciousness.

“Selokambang has a strong brand. With the support of the right partners, its development can proceed faster and be more targeted,” Galih said in Lumajang, on Sunday, April 19, 2026, as quoted by Infopublik.id.

Under this proposed partnership, the regency administration will maintain its role as a facilitator and policy director to safeguard the regional vision, while investors are expected to serve as accelerators. These private partners will provide the necessary capital, advanced technology, and professional management systems to modernize the destination.

This synergy is specifically designed to elevate infrastructure and service quality across the board, ensuring that Selokambang evolves into a national-standard destination that can compete with Indonesia's top-tier attractions.

Beyond the immediate goal of increasing local original revenue (PAD), the administration is targeting a significant multiplier effect for the surrounding community. A surge in tourist arrivals is projected to ignite economic activity for small business owners, the service sector, and local transportation providers within the area.

To ensure this success, the administration is adopting a proactive and rigorous selection process for its partners.

“Selokambang has a strong brand.memiliki merek yang kuat. With the right partner, its development will proceed more quickly and in a more focused direction,” Galih reiterated, highlighting that the focus remains on selecting investors with proven capacity and experience.

The long-term vision for Selokambang balances modernization with cultural preservation. While the target is to achieve a professional, national-level standard of service, the government has guaranteed that any physical upgrades will respect the historical value and local character that define the site’s identity.

This approach reflects a broader strategic shift in Lumajang’s tourism development, one that prioritizes collaboration, adaptability, and tangible economic impact to create a new center of growth for the regency. ***